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Big Data Marketing. New data product development


April 04 OF 2018 from 09:00 AM to 10:30 AM

This ESADE Alumni Marketing Club talk will be taking a look at success stories in one of today’s trends: marketing applications of Big Data, in this instance, in the development of new products and services.

Exploiting and monetising vast amounts of customer data is one of the challenges that faces marketing management during digital transformation.

During this talk, guest speakers from the bank BBVA, Telefónica, and the electricity company Viesgo will examine their firms’ success stories and reveal how to make the most of data and create value for their customers by using aggregate, anonymous data to create new data products.



Presented and chaired by
Fernando Rivero (DGM 99), board member of the ESADE Alumni Marketing Club

José Luis Arbeo, head of operative marketing, BBVA Spain.
Angel Alonso Moreno, head of digital, Viesgo Retail


José Luis Arbeo

More than 25 years’ marketing experience in highly competitive industries (FMCG, distribution, telecommunications, media and banking), during which time he was directly responsible for brands and advertising, research and data mining, value propositions, segmentation, customer management (customer service, loyalty and sales), process design and digital change. Associate professor in marketing programmes and masters at Universidad Europea and Instituto de Empresa.



Angel Alonso Moreno

Born in Vitoria in 1974. BBA and master in marketing (Universidad de Deusto).

Angel’s career began in finance with Morgan Stanley, and he then garnered more than 10 years’ experience in the launch and management of digital projects in startups, as the director and founder of the financial comparison website, and in the digital transformation of insurance companies such as Aegon and Sanitas where he was in charge of their online channels.

Currently head of digital transformation at Viesgo Retail where he is responsible  for customer digital experience and e-sales.


We are very much looking forward to seeing you all there!

For further information: